The Drinks Federation of South Africa outlines a strategic focus for 2025, prioritising research on underage drinking and illicit trade, promoting responsible marketing, and enhancing collaboration with stakeholders to ensure market integrity while supporting economic growth and public health initiatives.
The South African alcohol industry plays a pivotal role in the nation’s economy, boasting a market valued at approximately R226.3 billion. This sector not only supports around 500,000 jobs but also is dedicated to promoting responsible trading practices. Angela Russell, Chief Executive Officer of the Drinks Federation of South Africa (DF-SA), outlines strategic priorities for the upcoming year, aiming to further enhance the industry’s sustainability and transparency.
Prioritising Research on Underage Drinking and Illicit Trade
In response to ongoing challenges with underage drinking and the illicit alcohol market, DF-SA has committed to prioritising research in 2025. This initiative is set to provide deeper insights into the underlying factors of these issues, subsequently guiding targeted strategies for mitigating potential harms while ensuring a compliant market landscape.
Russell highlights the importance of informed decision-making, stating that understanding the complexities of underage drinking and illicit trade is “critical for effective intervention strategies.” This emphasis on research aligns with DF-SA’s goal to safeguard public health while nurturing a smoother operational framework within the industry.
Commitment to Responsible Trading Practices
Ensuring responsible trading practices remains a cornerstone of DF-SA’s mission. The federation collaborates closely with retailers in both formal and informal markets to enforce policies that promote ethical standards. These practices include adherence to age restrictions prohibiting sales to those under eighteen, compliance with trading hours, and refraining from selling to intoxicated individuals. The objective is to maintain consumer trust and uphold the industry’s ethical integrity.
Combating Illicit Alcohol Landscape
Illicit alcohol represents a considerable challenge, constituting approximately 22% of all alcohol sales in South Africa. DF-SA is working with the South African Revenue Service (SARS), law enforcement agencies, and community organisations to tackle illegal production and distribution. This concerted effort aims to protect consumers from counterfeit products, mitigate revenue losses, and bolster the legitimate market.
Promoting Self-Regulation in Marketing
DF-SA is also placing a strong emphasis on responsible marketing through the revised Alcohol Industry Communications Code of Conduct. The Code mandates that marketing communications must not appeal to minors, must encourage responsible consumption, and must include necessary health warnings. This self-regulatory framework reflects the industry’s commitment to ethical marketing practices.
Engagement with Stakeholders for a Unified Industry
Russell asserts that robust stakeholder engagement is imperative for the success of DF-SA’s initiatives. In 2025, the federation aims to strengthen ties with government bodies, community groups, and industry stakeholders. This collaborative approach is designed to create an environment conducive to responsible trading and market integrity.
A Collective Approach Towards Industry Growth
The South African alcohol sector stands at a crossroads where economic contribution must be paralleled by a commitment to responsible practices. Russell emphasises the need for collective action, calling upon all industry stakeholders—from producers and distributors to retailers and consumers—to unite in fostering a safer and more responsible alcohol market.
Through its focus areas—research, responsible trading, collaboration, and self-regulation—DF-SA is strategically positioning the industry for future success, guaranteeing both economic prosperity and societal well-being. As the sector navigates these priorities, it aims not just to thrive economically but also to uphold high standards of integrity and responsibility, benefiting all South Africans in the process.
Source: Noah Wire Services
